Here’s what Michal Zarankin, the former head of digital marketing for Pendo, had to say about it:

“I think that the strategies and tactics to make an impact on people’s decisions lay in the same places for B2C and B2B. B2B marketers should use emotional marketing if it makes sense for their entire strategy.”

But hold up: what exactly is emotional marketing and what makes it so different from other types of marketing? And more to the point, what can it do for your sales?